In a ruling signed today, U.S. District Judge Leonie Brinkema concluded that Google engaged in anti-competitive practices in two key markets: ad servers for publishers (where it dominates with DFP) and open web ad exchanges (through AdX).
Ad servers, such as Google-owned DFP, are technical infrastructures many digital media outlets use to manage which ads are served, when, and to whom. They’re not the only option on the market, but they’re among the most widely used—especially by large publishers. In practice, they act as the command center for digital advertising.
The second front is the open web advertising exchanges. In this environment, different players—advertisers, agencies, and media—bid in real time for advertising space. This ecosystem coexists with other alternatives, such as platforms controlled by Facebook or Amazon, but remains a key part of the programmatic market.
AdX, Google’s solution, is one of the major players in this segment. According to the court, the company illegally integrated the two products for more than a decade, forcing publishers to use all of its technology if they wanted access to these auctions. This integration reduced alternatives for other players and gave Google full control over the process.
The Question Now Is How to Break the Monopoly
In Brinkema’s view, this strategy eliminated competitors. It harmed media outlets—whose advertising revenues dropped—and advertisers, who ended up paying more. According to the ruling, the benefits of this integration didn’t outweigh the harm to competition.
A new phase has now begun. The judge has asked the parties to submit a timetable for considering so-called “structural remedies”—possible measures that could be imposed as a result of this ruling. Among the options being considered by the Department of Justice is the forced separation of DFP and AdX into independent companies, which would dismantle the heart of Google’s programmatic advertising business.
The ruling doesn’t mandate such a split yet, but the possibility is real. What happens at this stage could mark a turning point in how digital advertising is managed.
It’s worth noting that the ruling does not affect Google’s other advertising services, such as search ads, YouTube videos, and advertising on Google Maps. Still, the affected segment represents millions of dollars in annual revenue. Given its importance, it threatens the architecture on which Google’s open web advertising strategy is built—where it has long acted as a player that dominates all sides of the market.
This case adds to other ongoing legal challenges facing the company. In 2024, another federal court ruled that Google had an illegal monopoly in the search market—a case still open pending a decision on possible remedies. The company is also being sued in several states over control of its app store, while the U.S. government is pursuing similar antitrust cases against Apple, Amazon, and Meta.
Image | Pawel Czerwinski (Unsplash)
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